Opt-in email marketing typically generates a response rate between 1 percent and 20 percent, although some campaigns do better and a few do worse. The copy in your email plays a big role in whether your marketing message ends up at the bottom or the top of that range. Here are five proven techniques for increasing click-throughs and conversions:

1. Focus on the set-up. In the first paragraph, deliver a mini-version of your complete email marketing message. State the offer and provide an immediate response mechanism, such as clicking on a link connected to a Web page. This appeals to Internet prospects with short attention spans. After the first paragraph, present expanded copy that covers the features, benefits, supporting evidence, and other information the buyer needs to make a decision. This appeals to the prospect who needs more details than a short paragraph can provide.

2. Include a bribe. As with printed direct mail marketing campaigns, an email marketing offer that contains a “bribe” — a discount, free gift, free shipping, buy-one-get-one-free, etc. — are extremely effective. And when you have a strong offer, put it in the subject line and the lead of your email. Do not bury it midway through the text.

3. Encourage pass-alongs. Do not make the offer exclusive to the recipient, as is sometimes done in traditional direct mail. Encourage the recipient to forward the email — and the offer — to friends and colleagues. Example: “Give this special gift offer to your friends by forwarding them this email now. They’ll be glad you did!”

4. Think integration. Most people think about only one element of a direct email marketing strategy: the email copy. But in reality there are two key parts: The email the prospect receives, plus the Web-based response form (or landing page) he or she arrives at after clicking on the link embedded in the message. The headline and copy at the top of the response page should carry the theme of the email and motivate the reader to complete and submit the form.

5. Don’t dismiss the “From” line. Some e-marketers think the “From” line is trivial and unimportant; others think it’s critical. Internet copywriter Ivan Levison says, “I often use the word team in the ‘From’ line. It makes it sound as if there’s a group of bright, energetic, enthusiastic people standing behind the product.”

— Robert W. Bly, author of Internet Direct Mail: The Complete Guide to Successful E-Mail Marketing Campaigns (bly.com)

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